If there’s one sales page mistake that makes me want to reach through the screen and strangle someone (with love, of course) – it’s not telling your readers what to expect after clicking that big scary “buy” button.

Sometimes we marketers spend so much time working on our sales funnels, that it’s easy to forget that your prospect has NO IDEA what will happen next after they click your CTA button.

This can cause confusion and nervousness, and confused people don’t buy.

I experienced this exact same thing while wine tasting with a friend yesterday. Here’s what happened:

This is why it’s so important to hold the customer’s hand and walk them step-by-step through the sales process. Make sure you tell them exactly what to do and what to expect after they click through to the next part of your funnel.

A great way to do this is to constantly answer the question,”…and then what?”

For example, they read all the way to the bottom of your sales letter and you ask them to click the “order now” button.

“…and then what?”

…and then you’ll enter your credit card details and mailing address

“…and then what?”

…and then we’ll mail your product straight to your door in 5-10 business days.

“…and then what?”

…and then if you have any problems you can call our customer support team at this number and a real-live human will help you sort it out.

See what I mean?

If you help them feel confident in the sales process, it will be much easier for them to give you their trust and make the commitment to buy.